Tourism benchmarking research

Separating fact and fiction

When a tourism offer is misunderstood or obscured by myths and preconceptions, encouraging visitors to see the wider picture can be difficult. Research can help you understand perceptions of your area and devise solutions which challenge entrenched views and promote your brand more effectively.

Investigating the ‘Real Essex’ brand

Essex County Council’s ‘Year of Culture’ campaign aims to raise awareness of the Essex tourism offer, increase the actual numbers staying, especially for short breaks, and change perceptions held about the county.

The pre-campaign research set out to achieve five key objectives:

  • To assess people’s perceptions of and attitudes towards Essex
  • To measure their awareness of the tourist offer in the county
  • To measure awareness of a range of different marketing communications
  • To understand the effectiveness of the ‘Real Essex’ brand
  • To profile the current and potential audiences who have visited Essex or intend to

1,600 respondents from Essex, the East of England, the South East and London completed an online survey set up and managed by Qa. Essex County Council also included a link to the survey on their website.

Assessing the impact of the campaign

At the end of a year-long promotional campaign the research findings will be compared to research results to measure any changes in perceptions and attitudes towards Essex and awareness of the tourism offer. The comparative data will determine the impact and effectiveness of the campaign and help inform future marketing activities.

For more details e-mail nick.how@qaresearch.co.uk or call 01904 632039